Syracuse, N.Y. -- A recently-released study of general contractors, electricians, plumbers and HVAC specialists has found that these trade professionals are now relying more and more on smartphones and other mobile devices like laptops and tablets to gather research before making purchasing decisions.
The online study was conducted last year by Syracuse, N.Y.-based marketing and communications agency Eric Mower & Associates Group B2B. Researchers interviewed 500 professional contractors about their purchasing habits, 90 per cent of whom have more than six years experience in their trade.
The study found that 50 per cent of the contractors surveyed use a smartphone, 49 per cent use a laptop with mobile web access, and 21 per cent use an iPad or other tablet for their jobs, suggesting more business purchase research and decisions are being conducted online from the jobsite rather than behind a desk. Tool and building materials brands are most important (65 per cent) to contractors when they are on the job and need to replace or replenish a tool.
Of those contractors surveyed who have a smartphone, more than half (53 percent) use it in the purchase decision-making process to do things like research brands and products, compare prices and scan product codes. The majority of contractors in the survey (56 per cent) said they use their smartphone (56 per cent) to take photos of work projects to refer to when shopping for building materials and tools.
"With so many professional contractors accessing the web from the jobsite, brands need to be sure their websites are mobile-, video- and app-ready," said John O'Hara, partner and leader of EMA's Contractor Insight specialty. "Brands need to think beyond search—even if prospective customers find a manufacturer's website, will they be able to see it on their phones or watch videos to see how the products work?"
The survey found that 91 per cent of contractors use websites to assist in purchase decision-making. The majority (88 percent) said manufacturer websites are the best sources for brand and product information; 70 per cent said that product demonstration videos are important.
"One of the top reasons contractors said they would try a new brand is innovation," said O'Hara. "But innovation shouldn't stop at product; brands need to be innovative online so contractors can find their products from a mobile device. The construction industry has already adopted smartphones and tablets at higher-than-average rates and brands need to address their new shopping habits."